SECURITY
operators struggled to comply with one main notion which was addressed in the reform: identity verification. In response to this need GBGroup created URU, a solution which enables businesses to complete an ID check and sign-up new customers effectively and accurately. URU was created in 2004 and its first engagement with online gambling came at this point. GBGroup have clients who have been with them since 2005. GBGroup understands that an online gaming
operator needs to ensure the experience they provide to customers is of a high standard to ensure they continue to return. The online gaming operators that lead will not necessarily be the biggest or the best, but will be the ones that foster a relationship with their customers built on trust and security. The most profitable and successful organisations
recognise the value of understanding the available intelligence of their customers and employees. GBGroup combines this concept of identity with technology to create an environment of trust, so that organisations can employ people and connect, communicate and transact with consumers, safely and responsibly.
Current failings
One particular failing in the current system is the use of one dimensional verification. Simple name, address and date of birth data will give a level of confidence but we really need more if we are to use a ‘best of breed’ approach. The growth of online gaming has meant that the
standards set by regulators across the world are as high as in the financial service sector. The main challenge for gaming merchants is how to remain compliant in an increasingly regulated environment without turning away “good” customers.
Merchants have to be able to identify fraudsters and money launderers to comply with the EU’s Third Money Laundering Directive (Money Laundering Regulations 2007), The Gambling Act and the Responsible Gaming Policy, so identity verification is mandatory. The upcoming Fourth Money Laundering Directive combined with the tightening up of various in-country and Global regulations means that regulatory compliance is at the top of an operator’s agenda. New technology combined with enhanced sources of data should be used to ‘layer’ in to an identity and stay ahead of potential fraud as well as upcoming responsible gambling laws. GBGroup is the primary provider of Identity
Intelligence solutions to over 60% of the gaming sector; GBGroup’s Identity Intelligence solutions provide the most comprehensive global identity verification service and fraud management solutions, as well as provide the ability to make the most of the verified data held on each player to maximise campaign response rates, drive revenue and increase player lifetime value.
Transaction monitoring technology The new global identity transaction monitoring
Online gaming companies need to strike a balance
between making the customer feel great, and responsibly protecting their brand from repercussions that can arise if a player is not who they claim to be, or shows traits associated with problem gambling. To do this businesses need to prove they have the ability to understand and know their customers, and can reliably provide a positive player experience while performing rigorous security and identity verification checks.
software has been built to aid fraud protection, improve operational efficiency and promote responsible gambling. The software enables the company to see a 360 degree view of its users – from initial compliance checks to monitoring player behaviour, so they can step in when potential fraudulent activities and signs of problem gambling are presented. The software is already in use by the banking sector to identify fraudulent credit card use as well as financial transactions linked to money laundering activities. Of all the wonderful things the internet has given us, it has also brought with it the ability to be truly anonymous. This anonymity can take place in all facets of the internet – from forums, to blogs, to the world of online gaming. Traditional ways of looking at documentation to verify identity are no longer enough. The 360 degree view goes beyond the traditional scope of verifying a user’s identity. By looking at everything from social profiles and transaction history, to monitoring online behaviour in real-time. In doing this, the software can connect users with
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